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Analyzing Apple Store Servicescape Impact

The document analyzes how the Apple retail stores stimulate customers' cognitive, emotional, and psychological responses through their physical environment and store design. It discusses three key ways: 1) The "APPLE" service approach trains employees to help customers, improving their cognitive belief that Apple is reliable. 2) The futuristic store designs featuring glass walls and connections to urban spaces appeal to customers' emotions. 3) The large, spacious store layouts instill a sense of calmness and allow more browsing time, positively impacting customers' psychology.

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Chu Han Ooi
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31 views1 page

Analyzing Apple Store Servicescape Impact

The document analyzes how the Apple retail stores stimulate customers' cognitive, emotional, and psychological responses through their physical environment and store design. It discusses three key ways: 1) The "APPLE" service approach trains employees to help customers, improving their cognitive belief that Apple is reliable. 2) The futuristic store designs featuring glass walls and connections to urban spaces appeal to customers' emotions. 3) The large, spacious store layouts instill a sense of calmness and allow more browsing time, positively impacting customers' psychology.

Uploaded by

Chu Han Ooi
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd

Homework Assignment – Ooi Chu Han

Use the servicescape model (Figure 10.3, see below) to analyse how the physical environment of
the Apple Retail Store’s retail store might stimulate customers’ cognitive, emotional and
psychological responses as they move through and experience the servicescape.

Apple is arguably one of the most successful brands in the global tech market, as the
company has achieved unparalleled revenue growth and dominating market share in the tech
gadgets market. Apart from their sleek products like Apple Watch, iPhones and MacBooks,
one of the most important secret sauce is actually the Apple Retail Stores, which have
attracted millions of people every month with the intent of playing with some of the slickest
and coolest consumer gadgets the tech world has to offer. Deeper dive into the design and
layouts of the Apple retail stores show that the physical environment tactically stimulate
customers’ cognitive, emotional, and psychological responses, thereby enhancing customer
experience and improving sales.

Firstly, Apple retail stores stimulate customers’ cognitive response through the positive
customer experience that arise from the service steps APPLE that every store associate are
trained to walk customers through. A- Approach customers with a personalized, warm
welcome, P- probe politely to understand the customer’s needs, P- present a solution for
customer to take home today, L- listen for and resolve issues or concerns, E – end with a fond
farewell and an invitation to return. By having the store associates to solve customers
problems in a structured and professional manner, customers will form an impression and a
belief that Apple is reliable and helpful, thus improving sales conversion.

Secondly, Apple retail stores stimulate customers’ emotional response through the
metropolitan and futuristic design of the stores. For example, the Apple retail stores are often
made of full body glass walls instead of concrete walls, so to rely on outdoor lighting to
illuminate the interior of the stores, including the happy white clouds, warm sunlight and blue
skies, amongst high rise buildings and busy traffic. Such connections to the urban spaces
appeals to the customers’ emotional response, as they feel elite and modernistic, and hence
generating a desire to own sleek and high tech digital gadgets to fit into the metropolitan
lifestyle.

Lastly, Apple retail stores stimulate customers’ psychological response through the spatial
store layout. The Apple retail stores are usually a gigantic standalone building, with its
interiors consisting broad walkways, large tables and relatively sparse items. There are more
than enough space for customers to walk around comfortably, hence instilling a sense of
calmness and comfort, which then translate to slow and relaxing body movements of the
customers. Customers feel that they can take their time browsing the displayed items and
spend longer in the store. This then increases sales conversion rate as the products are
exposed to the customers for a longer period of time, and also give the salesperson in the
store more time to communicate and convince customers to make a purchase.

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